Diego Rinallo
I am an expert in consumer culture, marketing communications, and the trade show industry. My research, published in top-ranking journals and books for prestigious publishers such as Oxford University Press and Routledge, has focused on a variety of topics including fashion; spirituality, religion and magic; masculinity; advertising; trade shows, fashion weeks and other marketing events; and business ethics.
I'm currently associate professor of marketing and consumer culture at Kedge Business School (Marseilles campus). Kedge has decided to invest in consumer culture theory as one of its key areas of excellence, thus providing the perfect intellectual environment for my own scholarly interests.
Before moving to Marseille, I've worked for years at Bocconi University, Milan, where I keep teaching advanced courses in events and marketing communications and working on research projects carried out by CERMES, Bocconi's Center of Research on Marketing and Services. I'm also associate researcher at the CERGAM, Centre d'Etudes et de Recherche en Gestion d'Aix-Marseille.
I'm currently associate professor of marketing and consumer culture at Kedge Business School (Marseilles campus). Kedge has decided to invest in consumer culture theory as one of its key areas of excellence, thus providing the perfect intellectual environment for my own scholarly interests.
Before moving to Marseille, I've worked for years at Bocconi University, Milan, where I keep teaching advanced courses in events and marketing communications and working on research projects carried out by CERMES, Bocconi's Center of Research on Marketing and Services. I'm also associate researcher at the CERGAM, Centre d'Etudes et de Recherche en Gestion d'Aix-Marseille.
less
InterestsView All (40)
Uploads
Books by Diego Rinallo
The book:
- brings a new understanding to trade shows and the important role they play in the global knowledge economy
- is based on an interdisciplinary approach across management, marketing, and economic geography
- provides rich examples and case studies from a variety of industry groups
- provides statistical data on both mature (Europe, North America) and emerging (particularly Asia) trade show markets
- is practically relevant for firms, cities, industry associations, policy makers
The book is organized in four parts. Part I lays out the conceptual foundations of the knowledge-based perspective, from the early development of trade fairs to modern-day events. Part II analyses specific global developments, focussing on the trade show ecologies of Europe, North America, and the Asia-Pacific region. Part III investigates differences in the nature of knowledge generation practices across international hub shows, exports shows, and import shows in different industries, and investigates competition between such events. Part IV discusses the implications of a knowledge-based conceptualisation of trade shows.
The book will be of interest to scholars and students in economic geography, management, marketing, organization studies, political science, and sociology. It also has practical implications for trade show organisers on how to make their events more competitive through knowledge-based strategies; for industry associations and cities, on how to use these events for collective/place marketing purposes; and for policy makers, on how to use trade shows for export promotion and innovation policies.
The book examines how a variety of agents – religious institutions, spiritual leaders, marketers and consumers – interact and co-create spiritual meanings in a post-disenchanted society that has been defined as a ‘supermarket of the soul.’ Consumption and Spirituality examines not only religious organizations, but also brands and marketers and the way they infuse their products, services and experiences with spiritual meanings that flow freely in the circuit of culture and can be appropriated by consumers even without purchase acts. From a consumer perspective, the book investigates how spiritual beliefs, practices, and experiences are now embedded into a global consumer culture. Rather than condemning consumption, the chapters in this book highlight consumers’ agency and the creative processes through which authentic spiritual meanings are co-created from a variety of sources, local and global, and sacred and profane alike.
Papers by Diego Rinallo
crucial role mediatization process have played in the turning of these
events into marketplace icons. As the media and image reproduction
technologies changed, so too did fashion shows, providing a different
basis for their iconicity. During their long history, the goal to diffuse
promotional fashion collection images had to be balanced with the
need to protect intellectual property rights. During the haute couture
era, the latter prevailed, resulting in fashion shows having limited
iconicity. With prêt-à-porter, the benefit of media coverage more than
compensated the risks of imitation and counterfeiting, facilitating
fashion shows’ elevation to full iconicity. The rapidity of fast fashion
retailers’ adoption of catwalk trends makes intellectual property rights’
protection more salient in today’s social media-saturated environment.
Seen as a historical process, marketplace elements’ iconicity rises,
evolves, and, if not adequately sustained, may fall.
reconstruction of the history and impact of the collective fashion
shows that Giovanni Battista Giorgini organised in Florence in 1951–
1965. Our cultural analysis highlights the role events play in the
mobilisation of local actors and the creation of nation brands, which
we conceive as ongoing narrations built on a country’s material and
symbolic resources that differentiate its image in valuable ways for
export markets. Despite their decline, the Florentine shows created
an intangible asset that facilitated the ascent of Milan as Italy’s fashion
capital in the 1970s.
Book Chapters by Diego Rinallo
The book:
- brings a new understanding to trade shows and the important role they play in the global knowledge economy
- is based on an interdisciplinary approach across management, marketing, and economic geography
- provides rich examples and case studies from a variety of industry groups
- provides statistical data on both mature (Europe, North America) and emerging (particularly Asia) trade show markets
- is practically relevant for firms, cities, industry associations, policy makers
The book is organized in four parts. Part I lays out the conceptual foundations of the knowledge-based perspective, from the early development of trade fairs to modern-day events. Part II analyses specific global developments, focussing on the trade show ecologies of Europe, North America, and the Asia-Pacific region. Part III investigates differences in the nature of knowledge generation practices across international hub shows, exports shows, and import shows in different industries, and investigates competition between such events. Part IV discusses the implications of a knowledge-based conceptualisation of trade shows.
The book will be of interest to scholars and students in economic geography, management, marketing, organization studies, political science, and sociology. It also has practical implications for trade show organisers on how to make their events more competitive through knowledge-based strategies; for industry associations and cities, on how to use these events for collective/place marketing purposes; and for policy makers, on how to use trade shows for export promotion and innovation policies.
The book examines how a variety of agents – religious institutions, spiritual leaders, marketers and consumers – interact and co-create spiritual meanings in a post-disenchanted society that has been defined as a ‘supermarket of the soul.’ Consumption and Spirituality examines not only religious organizations, but also brands and marketers and the way they infuse their products, services and experiences with spiritual meanings that flow freely in the circuit of culture and can be appropriated by consumers even without purchase acts. From a consumer perspective, the book investigates how spiritual beliefs, practices, and experiences are now embedded into a global consumer culture. Rather than condemning consumption, the chapters in this book highlight consumers’ agency and the creative processes through which authentic spiritual meanings are co-created from a variety of sources, local and global, and sacred and profane alike.
crucial role mediatization process have played in the turning of these
events into marketplace icons. As the media and image reproduction
technologies changed, so too did fashion shows, providing a different
basis for their iconicity. During their long history, the goal to diffuse
promotional fashion collection images had to be balanced with the
need to protect intellectual property rights. During the haute couture
era, the latter prevailed, resulting in fashion shows having limited
iconicity. With prêt-à-porter, the benefit of media coverage more than
compensated the risks of imitation and counterfeiting, facilitating
fashion shows’ elevation to full iconicity. The rapidity of fast fashion
retailers’ adoption of catwalk trends makes intellectual property rights’
protection more salient in today’s social media-saturated environment.
Seen as a historical process, marketplace elements’ iconicity rises,
evolves, and, if not adequately sustained, may fall.
reconstruction of the history and impact of the collective fashion
shows that Giovanni Battista Giorgini organised in Florence in 1951–
1965. Our cultural analysis highlights the role events play in the
mobilisation of local actors and the creation of nation brands, which
we conceive as ongoing narrations built on a country’s material and
symbolic resources that differentiate its image in valuable ways for
export markets. Despite their decline, the Florentine shows created
an intangible asset that facilitated the ascent of Milan as Italy’s fashion
capital in the 1970s.
in terms of marketplace status and premium prices. Our ethnographic interpretation of the concertation process has managerial implications, as it suggests guidelines along which to manage interorganizational collaboration among competitors.
1. Trade shows can be considered as central nodes in the global knowledge economy, where visitors (buyers) come to learn and exhibitors release knowledge for promotional reasons;
2. Trade show organizers can contribute making their events knowledge-richer places, for example by selecting as exhibitors firms that release more knowledge (e.g., market leaders and young, innovative firms), creating market-driven exhibition sections and layouts, directly investing in knowledge creation (through market research and the creation of innovation/trend areas), and protecting exhibitors' intellectual property so that exhibitors feel encouraged to disclose more knowledge;
3. From this perspective trade shows have new policy functions, beyond the economic impacts on the local economy linked to exhibitor and visitor spending; seen as temporary clusters, trade shows can, similarly to permanent industrial clusters, contribute to the competitive advantage of the nation by providing opportunities to adapt local firms' technological competences to the needs of global markets and by creating/reinforcing nation brands.
Concerned about this, the players take a closer look at the differences between traditional and new approaches, between their competencies and those of the newcomers. And they are asking themselves if this is a threat, or an opportunity for future business. To answer this question, this paper analyzes the primary drivers of change. These are identified as pairs of opposites: collective-individual; information- experience; local-global; physical-multimedia; opposites that also highlight key differences in the skills required to organize various kinds of events.